History and Current Challenges
History and Current Challenges MCA 180
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This 2 page Class Notes was uploaded by Rk18370p on Tuesday September 20, 2016. The Class Notes belongs to MCA 180 at Pace University taught by Zeke in Fall 2016. Since its upload, it has received 2 views.
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Date Created: 09/20/16
9/19/2016 History and Current Challenges I. Ancient Beginning a. Sumeria, Babylonia, Persia – leaders used poems to promote battles and politics b. Julius Caesar – reports, news and statues to promote achievements II. Growth of an Industry a. Publicity Bureau i. Started by Ivy Lee in 1900 ii. Lee also wrote the “Declaration of Principles” b. William Wolf Smith Agency in 1902 c. The Parker and Lee Agency in 1904 d. Edward Bernays writes first book i. Crystallizing Public Opinion ii. Teaches first class III. War and Public Relations a. WWI i. Society more familiar with “propaganda” ii. Committee for Public Information b. WWII i. Office of War Information c. Vietnam, Iraq 1 and 2, Afghanistan IV. PR in the New Millennium a. Multicultural World i. More women working ii. Cultural population changes b. Demand for Transparency i. Self-reporting – information provided by an actor on its own behaviors ii. Other-reporting – information provided by an actor on other actors’ behaviors iii. Problem-reporting – non-behavioral aspect of the problem itself – actors monitor a problem and seek information on trends c. Corporate Social Responsibility i. Social and environmental expectations d. Fragmentation of the Media i. No single mass media that will be a good vehicle e. Increased emphasis on Measurement and Evaluation i. Return on Investment (ROI) ii. Measuring outcomes – long-term effectiveness iii. Measuring inputs – how well was a program executed V. Marketing a. Exists to sense, serve and satisfy the needs of customers at a profit 9/19/2016 b. Process of researching, creating, refining products or services c. Based on research and metrics VI. Advertising a. Use of controlled media in an attempt to influence the actions of targeted audiences b. 3 Important Points of Advertising i. Repetition ii. Style 1. plain-talk (straight presentation) 2. talk-talk (hyperbole) 3. Combination to create a world of true nor false iii. Ubiquity VII. The Appeals a. Sex (2%) b. Affiliation (largest number) c. Nurture (maternal/paternal) d. Guidance e. Aggress (get even) f. Achieve g. Dominate h. Prominence i. Attention j. Autonomy k. Escape l. Feel Safe m. Aesthetic Sensations n. Satisfy Curiosity o. Physiological Needs (eat, sleep & drink) VIII. Convergence of all 3 …. a. Tension between all 3 b. To outsiders, they seem to be the same c. Melding of functions d. Melting of boundaries IX. Example of Convergence a. Cause-Related Marketing i. Cooperative efforts of a "for profit" business and a non- profit organization for mutual benefit ii. Sells products iii. Builds good will toward organization
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